Rob Horning is an editor at the New Inquiry, an online journal of cultural criticism.
When we start measure the self, concretely, in quantified attention and the density of network connectivity rather than in terms of the nebulous concept of “effort,” it begins to make sense to accept algorithmic personalization, which reports the self to us as something we can consume. The algorithm takes the data and spits out a statistically unique self for us, that lets us consume our uniqueness as as a kind of one-of-a-kind delicacy. It masks from us the way our direct relations with other people shape who are, preserving the fantasy we are sui generis. It protects us not only from the work of being somebody — all that tiring self-generated desire — but more insidiously from the emotion work of acknowledging and respecting the ways our actions have consequences for other people at very fundamental levels of their being. Automated selfhood frees us from recognizing and coping with our interdependency, outsourcing it to an algorithm.